NFL great Marshall Faulk a highlight of HAB Super Bowl promotions
NFL great Marshall Faulk a highlight of HAB Super Bowl promotions
The Hass Avocado Board is continuing a tradition it established several years ago of targeting the Super Bowl as a time for heavy avocado promotions in step with the Super Bowl being one of the highest-consumption days for avocados.
In fact, the board estimated that consumers would eat 49.5 million pounds of Hass avocados during this year's Super Bowl.
Highlights of this multi-pronged Super Bowl marketing campaign featured a partnership with Miller Lite on a Super Party promotion and hiring former National Football League star Marshall Faulk to act as spokesperson for the campaign.
At the center of the board's campaign is its partnership with Mr. Faulk, who served as the official spokesperson for the program. Mr. Faulk worked with the board to develop a signature guacamole recipe -- Marshall Faulk's Buttermilk Ranch Guacamole with Spicy Chicken Wings -- that was distributed to the media nationwide.
On behalf of the board, Mr. Faulk also participated in interviews with top-tier sports media on-site in Phoenix -- the location of this year's Super Bowl -- in the days leading up to the game.
Mr. Faulk's activities also were promoted on the board's consumer web site, www.avocadocentral.com. The site served as a resource for consumers planning Super Bowl parties and featured Mr. Faulk's signature guacamole recipe, an audio greeting from Mr. Faulk and a sweepstakes giveaway featuring 10 footballs signed by the football great.
HAB Managing Director Jose Luis Obregon said that the board offered consumers "fresh recipe ideas for their party menus and supporting retail and foodservice operators with the tools and resources they need" to make the Super Bowl timeframe a successful sales period.
In the previous two years, the board turned to former NFL stars Marcus Allen and Ronnie Lott as its spokesmen for the Super Bowl. While both represented the board well, Mr. Faulk appeared to be a particularly good choice and is "well-known and well liked," Mr. Obregon said.
In 2006, the board launched a college football tailgating outreach with the Food Network, and those efforts have continued, Mr. Obregon said.
In fact, the board estimated that consumers would eat 49.5 million pounds of Hass avocados during this year's Super Bowl.
Highlights of this multi-pronged Super Bowl marketing campaign featured a partnership with Miller Lite on a Super Party promotion and hiring former National Football League star Marshall Faulk to act as spokesperson for the campaign.
At the center of the board's campaign is its partnership with Mr. Faulk, who served as the official spokesperson for the program. Mr. Faulk worked with the board to develop a signature guacamole recipe -- Marshall Faulk's Buttermilk Ranch Guacamole with Spicy Chicken Wings -- that was distributed to the media nationwide.
On behalf of the board, Mr. Faulk also participated in interviews with top-tier sports media on-site in Phoenix -- the location of this year's Super Bowl -- in the days leading up to the game.
Mr. Faulk's activities also were promoted on the board's consumer web site, www.avocadocentral.com. The site served as a resource for consumers planning Super Bowl parties and featured Mr. Faulk's signature guacamole recipe, an audio greeting from Mr. Faulk and a sweepstakes giveaway featuring 10 footballs signed by the football great.
HAB Managing Director Jose Luis Obregon said that the board offered consumers "fresh recipe ideas for their party menus and supporting retail and foodservice operators with the tools and resources they need" to make the Super Bowl timeframe a successful sales period.
In the previous two years, the board turned to former NFL stars Marcus Allen and Ronnie Lott as its spokesmen for the Super Bowl. While both represented the board well, Mr. Faulk appeared to be a particularly good choice and is "well-known and well liked," Mr. Obregon said.
In 2006, the board launched a college football tailgating outreach with the Food Network, and those efforts have continued, Mr. Obregon said.
